China's Tourism Service Failure

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Abstract
When China opened its doors in 1978, it encouraged international tourism. The government strongly encourages all such tourists to travel with guides, whose ability to provide excellent service is key to a successful tour. After an initial burst of foreign travelers in the early 1 980s, the growth rate in tourist traffic gradually leveled off through the decade, even before the Tiananmen Square massacre. Government investment in infrastructure and facilities in the mid-'80s failed to reinvigorate foreign tourism. The authors suggest that the failure lies in the erratic service standards found in the nation's tour guides. As support for that notion, the authors explain the government's overall failure to support the guides and maintain their morale.

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